FYI, Tubefilter has a podcast.
It’s hosted by our very own Joshua Cohen (that’s me) and Lauren Schnipper. Subscribe to Creator Upload on Apple Podcasts, Spotify, or wherever you listen.
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More and more lately it’s looking like the internet is becoming Paris Hilton‘s digital world–and we’re all just living in it.
Er, make that sliving in it.
Hilton is most remembered by us Millennials and Gen Xers as an embodiment of the classic y2k “it” girl, with her pop songs, sparkly outfits, clothing lines, perfumes, and ultra 2000s catchphrase “That’s hot.”
But Gen Z and Gen Alpha aren’t getting to know her through MTV interviews or her scream princess role in House of Wax. They’re seeing her in Roblox–and soon, on X.
Hilton just signed a two-year content deal with the shambling corpse of what used to be Twitter. The deal seems mostly aimed at live shopping, a content niche that’s been doing billions in China for years and is consistently predicted to be America’s next big online thing, but seems like it’s still struggling to truly take off.
Hilton and her production company 11:11 don’t seem daunted. They’ve agreed to produce a total of eight “original video content programs” with X over the next 24 months, with some or possibly all of those programs including live shopping.
This is a first-of-its-kind deal for X. Is paying Hilton to dish out products that make her feel “sliving” (a portmanteau of “slaying” and “living your best life” she started using in 2019) going to singlehandedly save X from Elon Musk‘s questionable decisions? Probably not, but maybe it’ll open the door to more celeb partnerships. Or maybe it’ll turn X into the next ecommerce hot spot. These days, who really knows?
I get into all this and more with Lauren Schnipper on the latest installment of Creator Upload. Subscribe on Apple Podcasts, Spotify, or whenever you listen. You’re gonna dig it.
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